Marketing platform Sojern has rolled out a fully managed e-mail marketing service that is said to be the hospitality industry’s first solution to streamline marketing, making it easier for hoteliers to drive direct bookings, build guest loyalty, and reduce OTA dependence.

The service is part of Sojern’s multichannel commission-based offering, which means that hotel marketers will only pay for performance.

Sojern noted that time, expertise, and costs are common obstacles to effective hotel e-mail campaigns. Through the fully managed e-mail marketing service, hoteliers can partner with Sojern to effortlessly execute high-performing e-mail campaigns without the need for in-house resources.

Powered by Sojern’s AI-driven marketing platform, the service combines Sojern’s Guest Marketing Suite with the expertise of e-mail designers and copywriters to ensure seamless campaign creation, deployment, performance, and measurement. Sojern’s e-mail solution seamlessly connects with the hotel’s property management system (PMS) to unlock powerful guest insights, enabling targeted e-mail campaigns that drive engagement and direct bookings.

Automated reconciliation further streamlines operations, allowing hoteliers to focus on the guest experience rather than manual tasks.

Noreen Henry, chief revenue officer at Sojern, said: “Today’s travellers increasingly seek personalised experiences, from their destination choices to their on-property stays. In fact, 90 per cent of consumers expect brands to understand and anticipate their needs. As guests invest more in memorable and tailored experiences, they expect the same level of personalisation from hotels before they’ve even arrived.

“With Sojern’s fully-managed e-mail solution, hotel marketers can deliver timely, branded content that drives engagement, direct bookings, and loyalty – overcoming traditional bandwidth and budget hurdles without additional work.”

For now, the service will only be available to hoteliers in the US and Canada, and will be introduced to more countries throughout the year.

Lina Ang, managing director, international property sales, Sojern, told TTG Asia that there is strong anticipation for the new service here in Asia-Pacific.

She said: “We’re seeing high demand, which is incredibly exciting for us. Watch this space for more updates on our plans to introduce the e-mail pay-for-performance model in Asia-Pacific.

“As hoteliers in the region focus on driving more direct bookings and reducing OTA reliance, Sojern’s solution will provide an easy, cost-effective way to engage guests through targeted e-mail campaigns – without additional workload or upfront costs.”